From Recipe to Retail: How Viral Trends Drive PurchasesTikTok’s personalized algorithm, highly engaging visual format, and global popularity are designed to launch food trends. Viral food trends directly drive retail purchases. Viral TikTok recipes can even impact the supply chain. TikTok food trends often require specific kitchen tools: Smashburgers are made on griddles or cast-iron pans. Viral food trends are a relatively new concept, but they influence how and what people cook.